The Sponsored Truth
6. Digital Experience Kancils [6.14 Creative Effectiveness: Digital Experience]
×
![]()
case film
×
![]()
case board
×
![]()
Links:
Product/Service:
Galaxy Z Fold7
Client:
Samsung Malaysia Electronics
Brief:
Search is where 73% of purchase decisions are made, but it is also one of the least trusted mediums with 97% of search ads ignored, especially when it comes to selling phones.
Because people often prioritize organic opinions over search ads. Consumers actively compare, read peer opinions, and seek reassurance before committing to high-value devices. Social platforms, forums, and comment sections play a critical role in shaping confidence in a world where people recognize search ads as biased advertising.
This created a huge challenge for Samsung: the most commercially valuable moment in the funnel is also the least credible. So, how could Samsung launch the all-new Galaxy Z Fold7 in a category where consideration is high, but trust is low?
Solution:
Instead of competing with consumer opinion, Samsung used it.
In a category that trusts real people more than brands, The Sponsored Truth replaced brand-written search ads with real, honest reviews about the Galaxy Z Fold7 from Malaysians, even if it was against us.
We invited Malaysians to share honest views about the Galaxy Z Fold7 across Instagram, TikTok, Reddit, and YouTube. These real comments and reviews were then captured and turned into our live paid Google search ads when other users were actively considering purchase.
This aligned with how people already behave: they share openly, they seek validation from others, and they rely on peer input to reduce purchase risk.
The work did not try to change behavior. It connected existing behavior across platforms where Social became the source of proof, Search became the moment of delivery, and Commerce became the outcome.
For once, search became a space shaped by people, not just served to them.
